US Wipes

This study covers the US market for wipes by type (i.e., wet and dry) and market (i.e., consumer, including personal and household care markets, and industrial & institutional, including manufacturing, healthcare, and commercial & institutional markets). Wet and dry wipe demand is further broken out by product type.

Pricing data, retail sales by product and other key retail trends (e.g., private label vs. brand name sales), and consumer insights derived from Freedonia’s proprietary consumer survey data are also presented. In addition to competitive strategies, mergers and acquisitions, marketing and distribution trends, and other corporate activities, market share by leading participant is provided for each product group.

In unit terms, wipe demand growth will accelerate, supported by:

• consistent increases in the industrial and institutional market, with major submarkets like healthcare and foodservice returning to pre-pandemic levels of operation
• product development that improves the functionality and environmental profile of available personal care wipes, thereby increasing adoption among consumers

Products encompass the following main groups (which are segmented by primary application):

• Baby wipes (diaper changing)
• Personal care wipes (personal hygiene, facial, hand-cleaning, medicated)
• Household care wipes (general purpose cleaning, floor care)
• Manufacturing wipes (general purposes and special purpose)
• Healthcare wipes (hard surface disinfectant, skin disinfectant, patient care wipes)
• Commercial & institutional wipes (foodservice)

Scope of the Report

This report covers the scope, size, and growth of the US market for wipes, including trends in key market segments. Historical data are provided in US dollar terms for 2011, 2016, and 2021, with forecasts to 2026 and 2031. Data in unit terms are provided for the main product types. Also included are analyses of consumer, environmental, regulatory, and retail trends affecting the US wipes market.

Demand for Surface Disinfectant Wipes to Remain Elevated

While demand for surface disinfectant wipes fell in 2021 from the pandemic-induced spikes of 2020, it remained well above pre-COVID-19 levels; consumers and nonresidential end users continued to purchase these products to protect themselves from potential viral exposure. Major wipes suppliers have invested significantly in expanding their domestic production capacities for surface disinfectant wipes, in some cases enlisting contract manufacturers to help supplement their own lines.

It is expected that demand for surface disinfectant wipes will remain elevated as cleaning regimens in industrial and institutional settings that address healthcare associated infections (HAIs), foodborne illnesses, and other potential viruses continue to be rigorous. While consumer demand for these wipes will decline as households reorient their approach to reducing viral transmission, an expanded base of users will help demand remain above pre-pandemic levels.

Product Development Continues to Create More Sustainable Options

Suppliers of baby, personal hygiene, and household wipe products continue developing items that appeal to consumer desires for sustainability and environmental safety. Consumers increasingly want their products to have ingredient transparency, be biodegradable, and be derived from natural sources. These trends – coupled with regulatory actions to influence the development of products that have improved flushability or less plastic content – will encourage greater use of these products going forward.

Growth in the Industrial & Institutional Market Supports Overall Gains

The market for industrial and institutional wipes rebounded in 2021 following a depressed 2020 that was attributable to the COVID-19 pandemic, as the foodservice market was negatively impacted by restaurant closures, and hospitals saw the cancellation of non-emergency procedures and focused more on telehealth. Going forward, both markets will continue to grow as:

• foodservice revenues rise and the number of restaurants and other foodservice establishments increases
• healthcare spending increases due to an aging population and an uptick in surgical procedures